Africa’s MICE Future Takes Flight at Johannesburg Masterclass

African tourism professionals are gearing up for the 8th Africa Business Tourism and MICE Masterclass, set to energise the continent’s meetings, incentives, conferences and exhibitions (MICE) industry in Johannesburg on July 16-17, 2025.

Since its debut in 2018, this pan-African masterclass has trained more than 1,500 delegates, emerging as the premier programme for MICE growth and capacity building. In 2025, it continues with the same mission: helping destination managers, tourism boards, event planners, entrepreneurs, students, SMEs and government representatives tap into the economic opportunities offered by MICE travel.

Under the theme “Unlocking optimal economic value and revenues for Africa MICE Destinations and Businesses”, the course blends expert presentations and interactive learning with an emphasis on practical ROI. Delegates will learn directly from industry leaders such as Adele Hartdegen (CEO, Rand Show), Professor Dimitrios Buhalis (Bournemouth University, UK), Angelique Smith (Event Synthesis International), and others.

Organised by Africa Tourism Partners in collaboration with BDO, ICCA and SITE Africa, the masterclass offers a dynamic mix of training sessions, panel discussions and one-to-one B2B meetings—plus exhibition space for organisations to showcase their offerings.

With MICE recognised globally as one of the fastest-growing travel sectors, Africa’s challenge lies in preparing its workforce with the right knowledge and tools. This Masterclass directly addresses that need, offering insight into current trends, regional strengths, global standards, and proven sales strategies.

Special provisions are being made for youth, women entrepreneurs, SMEs and students through discounted group registrations. Delegates will also benefit from exclusive networking opportunities with both local and international buyers.

As Africa works towards building a thriving business tourism ecosystem, this Masterclass plays a pivotal role in turning potential into performance empowering participants with the skills and connections to drive the continent’s MICE industry forward.